Sabra Hummus
MK323 – Marketing Management
Case: Media Planning for Sabra Hummus
Sabra Hummus was a product with media planning challenges. It had a growing target market but there was major competition. Their product contained flax seed and other healthy supplements that differentiated them from their competitors. Sabra’s budget for consumer marketing was $1.7 million with about another $500,000 spend on trade advertising.
Industry and Competition
The refrigerated hummus market was strong with over $350 million a year in retail sales. The market leaders are Sabra with a 40% market share and Tribe with an 18% market share. The remainder of the market is somewhat fragmented with specialty and store brands.
Media Plan Assignment - You must read the MK323 IMC (Awareness) Tutorial before beginning this assignment!
You are attempting to build awareness for women above 45 and older with an income over $50,000. The total size of this target market is 23 million. Sabra has decided they ONLY want to choose from magazine advertising, bus advertising and events.
Assignment Questions:
1. Using the media costs below, answer the following questions. a. They are placing four ½ page color ads in Better Homes and Gardens? How much awareness will they generate. b. Which magazine has the lowest CPM? Would the lowest CPM magazine be the best to advertise in? Why or why not? Vehicle | Total adults | % in Target | Cost for 1 full page color ad | Cost for ½ page color ad | Better Home and Gardens | 33,591,000 | 56 | $296,000 | $177,600 | Cooking Light | 6,536,000 | 65 | 63,600 | 36,888 | Parade | 79,858,000 | 49 | 735,000 | 382,200 | Readers Digest | 44,264,000 | 51 | 210,400 | 128,344 |
2. Sabra is planning on running transit advertising on the outside of buses in 5 major cities for 1 month. Each bus costs $125 for each week. Their plan is to advertise on 50 buses in each city? What will be the total cost? How much awareness will
Case: Media Planning for Sabra Hummus
Sabra Hummus was a product with media planning challenges. It had a growing target market but there was major competition. Their product contained flax seed and other healthy supplements that differentiated them from their competitors. Sabra’s budget for consumer marketing was $1.7 million with about another $500,000 spend on trade advertising.
Industry and Competition
The refrigerated hummus market was strong with over $350 million a year in retail sales. The market leaders are Sabra with a 40% market share and Tribe with an 18% market share. The remainder of the market is somewhat fragmented with specialty and store brands.
Media Plan Assignment - You must read the MK323 IMC (Awareness) Tutorial before beginning this assignment!
You are attempting to build awareness for women above 45 and older with an income over $50,000. The total size of this target market is 23 million. Sabra has decided they ONLY want to choose from magazine advertising, bus advertising and events.
Assignment Questions:
1. Using the media costs below, answer the following questions. a. They are placing four ½ page color ads in Better Homes and Gardens? How much awareness will they generate. b. Which magazine has the lowest CPM? Would the lowest CPM magazine be the best to advertise in? Why or why not? Vehicle | Total adults | % in Target | Cost for 1 full page color ad | Cost for ½ page color ad | Better Home and Gardens | 33,591,000 | 56 | $296,000 | $177,600 | Cooking Light | 6,536,000 | 65 | 63,600 | 36,888 | Parade | 79,858,000 | 49 | 735,000 | 382,200 | Readers Digest | 44,264,000 | 51 | 210,400 | 128,344 |
2. Sabra is planning on running transit advertising on the outside of buses in 5 major cities for 1 month. Each bus costs $125 for each week. Their plan is to advertise on 50 buses in each city? What will be the total cost? How much awareness will